Applying the Challenger Sales Approach by Teaching, Tailoring and Taking Control of the sale

1. Applying the
Challenger Sale
Approach
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

2. Three objectives today
• How to tell better, customer-centric stories that
drive volume, velocity and conversion among your
prospects
• Apply teach, tailor and take control to the Smart
Tuition sales (and marketing) process
• Begin getting comfortable with how to
operationalize the Challenger approach in your
daily activity

3. Based in CEB research

4. The 25 Most Important
Tenets of the
Challenger Approach

5. 1. How you sell is more
important than what you sell

6. 2. You win by generating
demand in a reluctant, risk-
adverse customer environment

7. 3. Challengers push their
customer’s thinking & help
them compete more effectively

8. 4. Challengers teach, tailor &
take control

9. 5. Solution selling is, by
definition, a disruptive sale

10. 6. Reps who win tailor their
message to a wide range of
customer stakeholders

11. 7. You’re not as different from
your competitors as you think

12. 8. Build a network of advocacy

13. 9. The value of your insights
trumps the quality of your
product

14. 10. Don’t discover what they
know, teach them a new way
of thinking altogether

15. 11. Rapport and reframe are
not the same thing

16. 12. Logic alone is rarely
enough to challenge the status
quo

17. 13. Lead with a hypotheses of
the customer’s needs

18. 14. Paint a picture of the
negative future based on their
current path
Source: Jeff Thull

19. 15. Marketing is your “insight
generation machine”

20. 16. Does the decision maker
have the strong backing of her
team?

21. 17. It is often faster to sell
through stakeholders than to
go directly to the decision
maker

22. 18. Know individual
stakeholder value drivers & the
economic drivers of their
business

23. 19. If it’s not urgent, it’s not
worth solving

24. 20. Translate & enable
customer centricity to sales (at
a tangible, operational level)

25. 21. Invest in planning time

26. 22. Sales leadership requires
an innovation mindset

27. 23. “If we had religiously
followed our sales process,
our three biggest deals would
have never gotten done.”

28. 24. Design your team (and
your time) for effectiveness,
not efficiency

29. 25. Be memorable, not
agreeable

30. Questions?

31. Thank You!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com